Yeah, and he notes why pretty shortly into the video: the PC realm copies apple. The video seemed to be complimenting apple if anything, and the level of engineering seems pretty commendable.

Regarding the tech itself, I was looking into it for my personal pc a while earlier and it seems like each module has a max of 10W as it needs to act as a heatsink along with a fan. Performs better than passive of course, but (as evident by the video) still falls short to a conventional fan in a larger chassis.